Companies and public figures live under the constant scrutiny of its stakeholders, especially the press, civil society and citizen journalists. Even the smallest of infractions could become a subject of breaking news or start trending online. In a 24X7 news cycle, having a modus operandi that responds effectively to a brewing crisis and nips it in the bud is not enough. You must have a pro-active crisis communication strategy that prepares you to respond to any unforeseen crisis in a timely and effective manner.
Our founder, Ashwani Singla defines crisis as “event of such magnitude that forces an organization to change how it conducts its business”, hence, a crisis is not just a reputational challenge, it is a defining moment for leadership. Handled well, it strengthens stakeholder trust and builds resilience. Handled poorly, it causes lasting brand and business damage.
We have developed IP frameworks from our years of experience of handling many a crises, that we bring to bear so that you can anticipate, manage, and recover from a crisis with greater confidence than any other traditional approach.
We offer end-to-end crisis communication services covering:
Crisis Preparedness.
Building readiness systems and crisis playbook.
Simulation Drills & Media coaching.
Immersive crisis communication coaching for the C suite
Crisis Communication.
Managing information flow in real time.
Post-Crisis Recovery.
Rebuilding trust and reputation with stakeholders.
Design a crisis communication playbook to safeguard reputation.
Crisis preparedness plans that game scenarios and responses are time-consuming and painstaking, which is why many companies don’t create them. However, when faced with a crisis, these plans actually save critical time and resources, a crucial difference between success and failure.
Being prepared means adopting protocols and behaviours that allow leadership to identify issues before they become a crisis and when a crisis event occurs, respond decisively under pressure. Using science-backed risk assessments and readiness frameworks, we create real-world, actionable crisis playbooks.
What We Deliver
Reputation Risk Maps, help you unearth your most significant vulnerabilities that carry a substantive risk to business and reputation. We help you not only unearth them but also prioritise their proactive management in the C suite.
A Ready-to-Use Crisis Playbook, we put ‘in place’ a comprehensive crisis communication playbook for the board room and the C suite along with a ready reckoner on protocols and practices for controlling your message under stress and in an always-on media cycle whilst securing goodwill of your stakeholders.
The Result
Prepare your leadership teams with decision-making confidence and readiness through real world crisis simulations.
Practice under real pressure builds organisational resilience. Our immersive crisis simulations, tailored for Indian and global markets, replicate hostile media, regulator queries, social backlash, and stakeholder outrage.
What We Deliver
The Result
Managing Information in Real Time.
When things go wrong, we ensure your voice is heard accurately and credibly.
In a crisis, clear, consistent, and credible communication is the difference between regaining trust or losing it forever. We help organisations communicate transparently and empathetically—across India’s complex regulatory and media ecosystems.
We offer a crisis communication service that matches your sense of urgency and collaborate with you to ensure that your stakeholders continue to have faith in your management team. Our crisis counsellors work onsite along with you to ensure that you say the right things, at the right moment and in the right manner to remain in control of your message.
What We Deliver
Real-time messaging, as the situation evolves and information remains asymmetric. Stakeholder-Specific Communication to address a diverse range of concerns and issues For regulators, investors, customers, employees, and civil society. Crisis War Room, we establish a ready-to-use central command and control centre in your facility Media Coaching, equips your spokespersons to handle media or regulatory interviews to generate credibility and empathy.
Protect your online Presence, we monitor misinformation, counter fake news and ensure your facts and messages reach the right audiences. Please refer to Astrum’s DigitalOverwatch™ service for ORM.
The Result
Restore stakeholder trust and rebuild reputation after a crisis. Astrum’s post-crisis recovery services focus on advocacy, narrative rebuilding, and measurable impact.
The end of a crisis is the beginning of reputation rebuilding. Astrum helps Indian and global companies not just recover but reposition themselves as stronger, more responsible, and future-ready.
What We Deliver
The Result
Crisis management is the structured process of preparing for, responding to, and recovering from unexpected events that can dent reputation, operations, or stakeholder trust. In India’s fast-changing regulatory, digital, and social environment, effective crisis management ensures organisations remain resilient, protect their brand value, and maintain stakeholder confidence even in the toughest situations.
Astrum applies exhaustive process and practice audit along with our science based Crisis Preparedness IP framework to engineer effective crisis responses, and rebuild trust. We design science-backed playbooks, stakeholder engagement strategies, and immersive simulations that go beyond firefighting—delivering measurable resilience and long-term reputation protection.
Our end-to-end crisis management offering includes:
Yes. With the right recovery strategy, reputation loss can be not only reversed but also turned into an opportunity to demonstrate accountability and leadership. Astrum helps companies measure impact, reframe narratives, build advocacy networks, and redesign processes so that stakeholders see visible improvements and renewed trust.
Crisis simulations are live, high-pressure exercises where leadership and employees respond to escalating crisis scenarios in real time. At Astrum, we design 5–6 hour immersive sessions with media drills, regulator queries, social media backlash, and stakeholder challenges. These simulations build muscle memory, so organisations are ready for their “worst nightmare” before it ever happens.
Since crises are ubiquitous, crisis communication management is critical for any private, public or social enterprise including government.
Social science helps us understand how stakeholders—employees, regulators, media, investors, and customers, amongst others react to unfolding crisis scenarios and what would be the best way to address them. By applying these insights, Astrum teams craft messages and actions that are not just logical but emotionally persuasive, ensuring stakeholders trust your intent and credibility.
We use science-backed measurement frameworks to assess:
These metrics help leadership see clear ROI in terms of trust regained, reputation protected, and business continuity preserved.
From preparation to recovery, Astrum offers full-spectrum crisis communication management services in India.
Ashwani is the Founding Managing Partner of Astrum. He has converted his passion for generating proprietary insights to inform strategy and messaging as the bedrock of his work. Considered amongst the most influential voices in the industry, he is a sought-after trusted advisor and strategist by both the C-Suite and Political leaders.
Before founding Astrum, Ashwani was the Asia MD of PSB Research and the CEO Co-Promoter of Genesis Burson-Marsteller (Burson). He is the Founder and Executive Director of Impact Research & Measurement, India’s media intelligence & measurement leader. He serves on the global executive board of IPRN, the largest independent PR agency network as well as the advisory boards of several companies and Not-for-Profits.
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